With so much attention being paid to the announcement of Tiger Woods’ controlled “non news” conference, does the philandering golfer really need to make an announcement at all?

What could he possibly say – beyond when he plans to return to the PGA Tour – that would be newsworthy?

Pundits, PR and image consultants, golf writers and other members of the media have all been weighing in on what he’ll say, how he’ll say it, why he’s saying it on Friday and why at the TPC Sawgrass. I’ve gotten at least a half dozen releases pitching professionals to comment before and after the statement, scheduled to be made at 11 a.m. in front of a small, select group of media, friends and associates.

Among the comments already being shared:

Ron Torossian, CEO of 5WPR, says in a statement that Woods breaking his silence “is the first step towards healing his image.” Torossian says Woods “won’t solve everything in one press conference and shouldn’t try to.”

But why not?

Robert Tuchman, Executive Vice President of Premiere Global Sports, also calls this a beginning, but he wonders about the strategy.

“Most likely reading a prepared statement is going to make Woods come off much less remorseful then is needed to appease fans who will want to see some real emotion. It’s a PR control strategy,” Tuchman said in a statement. “Tiger really can't gain much since questions will not be asked but he also can't have a disaster. Eventually he will have to take questions on this but this is a first step.”

“Tiger is going to have to face the music eventually and most likely will be heckled by fans until he answers those questions,” Tuchman adds.

Yep.

There are even odds on what he will say and how he’ll say it.

From Bodog.com: Will wife Elin be in attendance (yes -150; no +120); the over/under on how many times he’ll use the word “sorry” (5.5); will he wipe a tear during the statement (yes +200; no -260).

From RJ Bell of Pregame.com: Even on whether Elin will attend, and whether he’ll use the word “sorry” or “family” most. Over/under on number of times he’ll use of the word “sorry” (4.5). Odds of officially retiring (200 to 1).

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About the author

CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.